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IgnitionOne joins IPA-ISBA brand safety charge

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By Jessica Davies, News Editor

November 6, 2013 | 2 min read

IgnitionOne has become the latest company to receive independent verification for its brand safety policies as part of the new initiative between the IPA and ISBA aimed at cracking down on ad misplacement.

The brand-safety initiative, which kicked off this summer, was created in the wake of the disbandment of the Digital Trading Standards Group (DTSG) – an initiative between the IAB, IPA and ISBA launched to replace the Internet Advertising Sales House (IASH), which closed in 2011.

The DTSG was formed to tackle issues around ad misplacement and protect brands from any potential reputational issues that may arise should they be subject to such bad practice.

The move makes IgnitionOne the second company to become verified as part of the new initiative, with Ad2One receiving verification this summer.

To receive verification companies must complete a survey of their brand safety practices, the answers of which will then be independently verified by the Audit Bureau of Circulations (ABC).

The move means IgnitionOne has committed to not placing ads on sites deemed inappropriate to an advertiser’s campaign, using certified content verification technology to do so.

David Ellison, marketing services manager, ISBA, said: "ISBA’s Digital, Data & Direct Action Group support the Brand Safety Initiative and members will be pleased that a second supplier has gained independent verification. We are looking forward to other suppliers gaining verification to help widen the range of verified options."

IgnitionOne’s UK managing director Simon Haynes, who took up his new role this summer, said: "IgnitionOne aims to make things simple for our advertisers. As part of that commitment, we need to make sure that our advertisers can feel confident that their online marketing is being shown in the right places.

“The Brand Safety Initiative offers credible evidence to the brands that work with us that we’re looking out for them online.”

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